Business-to-business decision-makers are clear on who they trust, and who influences them, when thinking about what to buy for their firms. Word-of-mouth is a key driver, with businesspeople looking to friends in the industry and other third-party experts ahead of traditional or digital marketing resources.

Nearly every B2B professional surveyed in March 2015 by the International Data Corporation (IDC) trusted peers and colleages, and trust in independent content wasn’t far behind.

Respondents also noted a good amount of trust in vendor content on websites (81%), and even salespeople (73%) and vendor-sponsored content (67%). Read the rest at eMarketer.